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BONUS FREEBIE: Your message deserves the media’s attention. So how do you get out there in a bigger way? I’ve got you covered. CLICK HERE to grab my free “Checklist to Become a Go-To Media Expert.”

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Annie Scranton, founder of Pace PR, knows a thing or two about the media. She and I met as producers at Fox News Channel, but she’s also worked at MSNBC, CNBC, CNN, HLN, and even Good Morning America!

With all that insider knowledge, Annie can predict what the future holds when it comes to getting on TV as an expert. She knows what it takes for people to get their message out there, because she helps people do that very thing every day.

Annie and I chatted on my live-streaming show Inside Scoop, where she shared her thoughts on how the media is changing — and how you can stay ahead of the curve.

The producers hold the power. 

Annie tells experts to stop thinking about their relationships with producers as a 50-50 partnership. Instead, she says it’s a 99 to one relationship.

“They’re the ones that can control who comes on, who they put in front of their anchors and their executive producers,” Annie says. “It’s really to your benefit to do all the work and be as kind and cordial and helpful and flexible as possible.”

Start small. 

Annie says that she often starts her clients out getting booked on smaller local shows. This is something I’ve talked about before, too — you’re not going to start out getting booked on a big morning show, and you wouldn’t want that anyway. You want to get practice and clips to show.  

“It’s an easier booking if you’ve never done television and you don’t have any broadcast experience,” Annie says, “because the very first thing before you get booked is that a producer will ask, let me see a clip of the guests.”

Plus, you never know which appearances will actually reach more people. Annie had a client who promoted her book on a local radio show and Live with Kelly and Michael — and it turns out she sold more books from the radio show. You just never know! (That’s why it’s important not to be a snob when it comes to media!) 

Know the 15-second rule.

Here’s an insider tip from me: It takes just 15 seconds for a producer to know if they want to book you as a guest. Annie and I both did this as producers — you just don’t have more time to see if you like someone and want to invite them on your show. After 15 seconds, it’s either a yes or a no. You have to grab producers’ attention quickly. But the good thing is that now that you know you need to maximize your message in a short amount of time, you can get started on making sure you do reach them

If producers do like you after 15 seconds, remember: media begets media. The clip you get from working with that producer will help you book your next show, and so on and so on.

Don’t overlook podcasts. 

While many people want to appear on traditional media outlets, Annie says that you shouldn’t ignore podcasts. They’re different from TV, but she says that they can actually help you connect more to your audience in some cases. “I tend to be much more engaged and really listening than if I have on a news program in the morning and I’m making breakfast, I’m running after my daughter,” Annie says.

When she’s listening to a podcast, she’s more likely to be driving or walking, and fully engaged. Podcasts can give you an opportunity to speak at length to your audience in a personal way that might not be possible on a morning news show. So don’t give them the boot!

“It’s PR, not ER.”

During our interview, Annie’s internet faltered and quickly came back. And guess what? That might happen to you during an interview! Instead of freaking out or yelling, she kept her composure. Annie says one of her colleagues always says, “It’s PR, not ER!”

That’s a great mantra to take with you, especially when you’re doing interviews from home, where things are more likely to go wrong on the technical side. Just remember that at the end of the day, it’s just one interview, and these things happen. You’re in control of your response to any situation!

Annie says that when it comes to getting media attention as an expert, it all boils down to getting yourself out there, preparing for every opportunity, and keeping at it. After almost 20 years in this business, she says that lots of things change — but what stays the same is that being flexible is key to making sure you can reach your audience and share your expertise. If you want to watch our full conversation, you can click here.

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BONUS FREEBIE: Your message deserves the media’s attention. So how do you get out there in a bigger way? I’ve got you covered. CLICK HERE to grab my free “Checklist to Become a Go-To Media Expert.”

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